The story of Richard Montañez and the creation of Hot Cheetos

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Chicago Tribune/Tribune News Service via Getty I

Richard Montañez walked into the Frito-Lay factory in Rancho Cucamonga, CA one day and filled a trash bag with unseasoned, cheeseless, Cheetos. He was a janitor and machine operator at the plant. But he and his wife had an idea. To create a spicy chip inspired by their Mexican roots: Hot ... Cheetos.

It was the first step in a long and bumpy journey that eventually earned Montañez the nickname, "The Godfather of Hispanic Marketing."

Today, there are all kinds of flavors catered toward Latinos, like Limón chips, Chile-Limón, or Takis, which are basically a lifestyle. But chile and Latino-inspired flavors were not super common in the U.S. back in the 90s. Hot Cheetos paved the way.

Music: "Losing My Head Over You," "Midtown," "Hot Cheetos & Takis."

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